So, you have all of these awesome webinar clips… Now what?
Once you have hosted your webinar and gone through the post-production process, you will have a selection of clips ready for online promotion.
But, how exactly do you roll out your content marketing strategy?
And, how can you leverage these webinar clips to effectively market your content?
That’s the power of creating valuable content, which is why our webinar clips are a critical element of our social selling strategy.
In this article, we’ll explore five ways you can use your webinar clips to promote your content within your online network. This will help you nurture and educate your prospects as you build the relationship.
This is, by no means, an exhaustive list of how to deploy your content, but it is a great framework that can be customized to suit your audience and where they live online.
So, let’s dive in.
1. Email Promotion to Your List
Now that you have a series of content clips and full recordings from your webinar, you can deliver them to people in your existing network. When it comes to online promotion, the first place to start is your email list.
The people in your list already know who you are and what you do, as they’ve already had a chance to opt-in to your emails. Now, the goal is to further educate, nurture, and support them as they learn more about your offering and how it relates to their own pain points.
First, deliver your webinar recording (in full) to your entire list. While some may have attended your webinar live, the recording gives them a chance to go back and re-watch the sections that were most relevant to them.
For those that did not attend live, this gives them a chance to catch up on what they missed. In our experience, more people watch the recording than attend the live session, so this follow-up email is a critical part of ensuring your content actually reaches your network.
When delivering your recording in full, we also encourage you to drive those who open the email to register for your next webinar. On average, only 40-50% of registrants actually attend the session live, but 57% of those registrations come from email. Along with other pre-webinar promotional emails, these follow-up messages can be a great way to stay top-of-mind with your network and increase your webinar attendance.
2. Social Media Promotion
Beyond your email list, you can also use your webinar clips as value content on various social media platforms. In terms of online promotion, these clips can be posted wherever you are active and have an engaged audience (including LinkedIn, Facebook, Instagram, and Twitter).
The idea is to cut the full recordings into bite-sized clips — we recommend 3-5 minutes each, depending on the complexity of the topic — and deliver these clips to your entire social media network.
These clips can be accompanied by short-form or long-form copy to further explain the topic, encourage your connections to actually watch the video, and drive them to take the next step in the form of a CTA.
So, what does this form of online promotion actually look like? Check out this example (discussing this very topic) from Thomas Le Maguer — our Founder & CEO’s — LinkedIn page:
Don’t be discouraged by little interaction and engagement. We often refer to likes and shares as “vanity metrics” — sure, they’re great to have, but they aren’t the only way to measure the impact of a campaign.
By creating a consistent content marketing schedule using these webinar clips, you can stay top-of-mind with your audience while also educating and nurturing them as they grow closer to making a buying decision.
Many people in your network will quietly consume your content in the background — they may not engage with it, but as they see more and more content that resonates with their needs, they are significantly more likely to reach out.
3. Objection-Handling & Sales Support
When creating your webinar content plan for online promotion, consider how these video clips can support your sales team.
Often, our sales teams get the same questions and objections over and over again — by creating an answer to these FAQs or a response to these objections in the form of a video clip, you can effectively support your sales team and handle these responses in a consistent, preconceived fashion.
Here’s an example…
On a regular basis, our sales team fields the common question: “My offer resonates with a wide variety of niche markets — which audience or opportunity should I pursue first?”
That’s when we share this video with our prospects:
See how that works? The more FAQs and common objections that you can identify, the more robust your catalog of videos will be.
So, before you host your next webinar, reach out to your sales team and ask if they field any common questions or objections on the topic you are about to cover. If the answer is “yes,” try to address these objections during your webinar.
Afterwards, you can take that specific clip and deliver it to your sales team, which they can then send to prospects and leads to address their most pressing concerns.
Remember: your focus is always about making the buyer’s journey as easy to follow as possible. By addressing their biggest concerns in the form of a video, you can help them navigate the buying process and even get ahead of their objections before they mention them to your team.
That’s how you build trust and solidify your position as an authority in the space.
4. Direct-to-Lead Messaging Support
In terms of objection-handling and FAQs, you can also use these video clips as direct-to-lead support.
For example, say you reached out to a potential prospect on LinkedIn as part of your outbound prospecting campaign. Rather than write a long-winded message that may or may not be read, you can simply deliver a short webinar clip with a message like “Thought this might be of interest… Happy to discuss in more detail if you have any questions.”
This approach will surely stand out from the rest of the content they receive in their inbox on a daily basis.
For the best results, upload the video clip as a post on LinkedIn and forward the link to the post in your message. That way, prospects don’t have to leave the LinkedIn platform to view the video, which significantly increases their likelihood of watching it.
5. Create an LMS or Data Repository
After hosting a few webinars, you will likely have a couple of dozen pieces of value content ready to post. Hopefully, you’ve already created a plan to deliver these videos to your email list, your social network, and your sales team. So, what’s next?
These videos are much too valuable to simply let sit on your hard drive after you’ve delivered them to your network. Instead, consider creating a learning management system or a data repository.
What exactly is a Learning Management System?
Essentially, an LMS lets you house your content in a way that can be used to train future hires, onboard new clients, and educate prospects. The idea is to leverage the content you’ve already produced to create a training & onboarding program.
For example, we’ve extracted the clip below from our Lead Trainer — Nick Longo’s — latest webinar session and will use it in our training & onboarding guide for new clients. This video clearly outlines our “3x3 Framework” for creating impactful video content for your webinars. It’s a pivotal piece of our training and something that is done with every webinar client:
By creating this video, Nick no longer has to sit down with each client and talk them through this process — we simply deliver this clip as part of a training package, and the client can consume the content at their own pace.
When it comes to scaling your onboarding & training processes, having an LMS full of this video content is invaluable.
6. (BONUS) Blog Posts Just Like This One
As a bonus — another way to leverage your webinar clips is through blog posts just like this one. You can embed the code from individual webinar clips, social media posts, and other content directly into your blog.
Not only does this add value in a tangible sense — as prospects and clients can see exactly what the finished product looks like — but it also directs prospects from your blog to other platforms where you share your content. This helps get your content in front of as many eyes as possible.